The Effects of Cable News Outlets’ Customer-Based Brand Equity on Audiences’ Evaluation of the Credibility of their Online Brand Extensions

Oyedeji, Tayo; Hou, Jiran

doi:10.1080/16522354.2010.11073502

Cited by 17 publications

(8 citation statements)

References 37 publications

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“…Brand trust is considered as an important factor in building brand loyalty (Delgado-Ballester et al, 2003). The causal relationship between brand trust and brand loyalty was examined in the context of the cable TV industry (Oyedeji and Hou, 2010), banking services (Ndubisi et al,…”

Section: Brand Affectmentioning

confidence: 99%

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Guan

Wang

Guo

et al. 2021

IJCHM

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Purpose This study aims to propose a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand trust, brand affect and brand involvement. The dimensionality of customer experience in full-service hotel is also particularly examined in relation to brand building. Design/methodology/approach Three steps of data collection were used: interviews of 50 customers on their experiences of staying full-service hotels, a small survey of 176 hotel guests to establish the measurement scale of customer experience and a major survey of 732 hotel customers in ten major Chinese cities to test the model of brand loyalty. Findings Customers’ experiences with full-service hotels are proposed to be categorized into functional, affective and social. There is a chain effect from customer experience to brand trust and to brand affect and then to brand loyalty. The brand involvement does moderate relationships between customer experience and brand trust and brand affect but not brand loyalty. Practical implications For full-service hotels, social and functional experiences are critical in building brand loyalty, and therefore, they need to be the focal points in the enhancement of customer experience. Also, hoteliers are advised to develop emotional connections between the customers and the hotel brand – an effective way of building trust and affection. Originality/value According to the authors’ knowledge, this paper is one of the first few studies to link customer experience to brand loyalty with comprehensive causal effect analysis. This study also contributes to the knowledge of customer experience in the context of the full-service hotel sector.

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Section: Brand Affectmentioning

confidence: 99%

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Guan

Wang

Guo

et al. 2021

IJCHM

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“…There is a consensus among psychologists and marketers that brand trust forms the foundations of brand loyalty and based on favorable experience. Building and maintaining trust is at the core of brand equity, because it is key factor of any successful relationship (Morgan & Hunt, 1994;Oyedeji & Hou, 2010). Trust is considered an important factor in building loyalty (Garbarino & Johnson, 1999;Chaudhuri & Holbrook, 2001).…”

Section: Brand Trustmentioning

confidence: 99%

Branding Services in Mature Markets: Evidence from Egypt

Naggar¹,

Bendary²

2019

IJMS

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Branding of services is a challange due to services characteristics. It is even more challanging in mature markets. In mature markets, customers show low levels of brand loyalty, with minimum perceived differences among competing offers. All of these factors raise the complexity of branding services in mature highly competitive markets. This research provides guidance for branding services in such markets. To fulfill the research main aim, Aaker’s (1991) model of branding is extended to include variables of importance, as detected from literature, and confirmed by practitioners. Direct and indirect relationships are tested in the extended model to provide detailed guide to practitioners. To fulfill the aim of this research, quantitative tools were employed through surveying mobile service industry customers. Confirmatory factor analysis and path analysis were used to test hypotheses of direct and indirect relationships among Aaker’s (1991) model of branding, and variables derived from services marketing literature. All hypotheses were accepted except one. Direct and indirect relationships are justified. This implies that branding in mature markets should be considering direct relationships, as well as, indirect relationships among variables tested. Results of this research are not only of valuable contributions to academics, but also serve as guidance for service marketers operating in similar contexts.

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“…Branding is particularly relevant to the television industry because this industry, more than most others, have faced an enormous amount of marketplace clutter in the last two decades due to technological diffusion, deregulation and globalization (Eastman, 2000). The studies that have given an insight on television brand equity are in the area of television brand extensions (Chang et al, 2004), internet applications of television channels (Ha and Chan-Olmsted, 2001), cable news network brand associations, brand as a factor for small news networks, television news network brand equity as an asset (McDowell, 2004(McDowell, , 2006, CBBE of television channels (Oyedeji, 2007) effect of television networks brand equity on brand extensions (Oyedeji and Hou, 2010) and brand equity as a predictor of credibility of television news network (Oyedeji, 2010). None of these studies study how content-based variables affect brand equity.…”

Section: Media Brand Television Network and Brand Equitymentioning

confidence: 99%

Drivers of brand equity of television news channels: evidences from emerging market

Bakshi¹,

Mishra

2017

MIP

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Purpose The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context. Design/methodology/approach The study adopted structural equation modelling (SEM) to investigate the causal relationships between CBBE and the variables that affect brand equity for television news channels. Findings The analysis revealed that localization, ideology, credibility and entertainment are the variables that influence CBBE of television news channels (media brands). Subsequent analysis using SEM indicated that apart from the sole negative impact of entertainment, all the variables had positive impact on brand equity. Research limitations/implications This study is confined to one of the metros of emerging market hence it cannot be generalized. Also the variables that indicate brand equity have been tested only for television news channels hence they may not hold true for other form of television stations. Practical implications For marketers of news channels this study identifies the factors that they need to focus on if they want to garner the equity of the brand in an emerging market scenario. Social implications The content factors identified that influence television news brand equity are reflections of the social requirements of an emerging market. It indicates what the audiences in such markets expect from their television news channels and is part of the social discussion. Originality/value The study contributes to brand equity literature by finding the antecedents that can influence any media brand in the emerging market scenario.

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The Effects of Cable News Outlets’ Customer-Based Brand Equity on Audiences’ Evaluation of the Credibility of their Online Brand Extensions

Cited by 17 publications

References 37 publications

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Branding Services in Mature Markets: Evidence from Egypt

Drivers of brand equity of television news channels: evidences from emerging market

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